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Consumer response to emotion-expressing artificial intelligence in customer services: the role of brand relationship norms and expectation (dis)confirmation

Truvace record
TRV-2026-2658raw data (JSON)
Version
v1Published
First published
Evidence type
Controlled or validated comparison
Sources
1 sourcePeer-reviewed
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Purpose Emotion-expressing AI in customer service can produce mixed, context-dependent outcomes. This study investigates the joint effect of AI emotional expression and consumer brand relationship norms on consumer satisfaction and continuance intention and tests expectation confirmation as the mediating mechanism and AI mind perception as the boundary condition. Design/methodology/approach This research adopts a multi-experiment design comprising three between-subjects experiments with a combined total sample o…

The gain

In three experiments with 677 participants, customers with communal brand relationships reported higher satisfaction and continuance intention when customer service AI expressed high rather than low emotion, but only when they saw the AI as having a mind.

Sources

1 on file
  1. Asia Pacific Journal of Marketing and Logisticsdoi:10.1108/apjml-12-2025-2751
    Peer-reviewed2026-08-28

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v1

Truvace Impact Record TRV-2026-2658, v1: “Consumer response to emotion-expressing artificial intelligence in customer services: the role of brand relationship norms and expectation (dis)confirmation.” Truvace, 2026-11-12. /record/TRV-2026-2658 (accessed on the day you copy it). sha256 442c93df97d83fed…

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  1. Publishedv1442c93df97d8…

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